Chinese New Year marks the real start of the year for all Malaysian Chinese with renewed hopes and wishes for a happy and prosperous year ahead. With devastating news of missing and crashed planes in 2014, Malaysians really needed a happy start for a better 2015.

However, people kept to the tradition of wishing each other “GongXiFaCai” which doesn't mean “Happy New Year; it means “Wishing you wealth.” Coca-cola knew money was not the only thing people wished for, especially after an unfortunate year before.

We needed to spread real happiness for a happy 2015. So we researched what happiness really meant to people. We looked for insights on different channels: Social Listening to target younger audience, online surveys to target the mass and one-to-one interviews to target seniors.

Then, we translated our findings into meaningful greetings that signify happiness, abundance, good luck, peace, prosperity, a smooth year, fortune and wealth.

Two weeks before the festival, we hacked into pop culture and replaced all “GongXiFaCais” on different mass media channels with our new greetings. With major TV channels as our partners, we changed the lyrics of the annual festive music video watched my millions and replaced celebrities’ usual greetings with ours.

Then we launched 8 new can designs to represent the new greetings. The campaign was amplified via Print, TV and In-store activations.

The campaign changed the way Malaysian Chinese celebrated Chinese New Year with new, meaningful greetings that spread real happiness and positive notions for a better year ahead.

Then, we translated our findings into meaningful greetings that signify happiness, abundance, good luck, peace, prosperity, a smooth year, fortune and wealth.

Two weeks before the festival, we seeded our new greetings into pop culture and replaced all “Gong Xi Fa Cais” on different mass media channels with our new greetings. With major TV channels as our partners, we changed the lyrics of the annual festive music video watched my millions. We replaced celebrities’ usual greetings on TV and social media with ours.

Then we launched 8 new can designs to represent the new greetings. The campaign was amplified via Print, TV and In-store activations.

• 1.1 million earned PR value in 10 days

• 4.4 million social reach with +76K likes, comments, shares

• Prime time news coverage

• 20% increase in sales

• 60% increase in points of engagement vs competition

• 36% increase in consumer activity vs competition

• 1.8 million views on youtube for music video

• 91% target reach across 25 channels & 15 dailies

Source: Coca-Cola Internal Sales Data 2015